Maker of fancy fruit baskets adds a little cannabis to the mix.
It was just a matter of time. Edible Arrangements, better known for its creative and tasty fruit baskets, is trying its hand at CBD.
According to Forbes, the company has a secret weapon in its back pocket — its long-standing trademark of the word “edible” and related terms — as it enters an increasingly crowded CBD marketplace.
“If someone ever asked me if I would ever go into the cannabis area, I wouldn’t hesitate to say no way,” said Tariq Farid, founder of Edible Arrangements and CEO of Edible Brands. “But at the same time, I see a great opportunity here as people start to understand hemp and CBD and even low-dosage marijuana from a medicinal point of view and what it’s doing for people. You can’t deny it.”
Farid said the legalization of cannabis in California prompted the company to act because it felt the widespread use of the term edibles might alter the wholesome perceptions of a brand the company worked hard to foster. The exploding demand for quality products didn’t hurt either.
“This movement was catching fire state to state,” Farid said. “And the more people that I spoke with, the more people I noticed weren’t raising alarm bells and saying, ‘I can’t believe people are adding marijuana to food!’ We saw the opposite.”
Edible Arrangements’ longstanding use of terms and trademarks containing the word “edible” gives the company legal standing and precedence when it comes to the term, allowing Incredible Edibles to exist on the right side of the law. But the company does not plan on straying far from its values.
“We have a trademark on the word edible and so we saw an opportunity, but we don’t believe anything that gets you high should be in food,” Farid said. “I think (CBD) is no different than adding kale to a smoothie for health and a health focus works for our consumer,” he added.
Written by David Yasvinski